08-22-2008 HALLMARK EMBARKS ON RISKY MARKETING STRATEGY The announcement today by Kansas City-based Hallmark Cards to begin selling greeting cards for gay marriages is a very risky strategy that could impact the world's leading greeting card company's iconic brand. In the book "Emotion Marketing" the authors (who are part of the Hallmark Loyalty Group) note "To its millions of its fiercely loyal customers world-wide, the Hallmark brand stands for much more than greeting cards. It stands for the feelings of a lifetime, a continuity with the past, and a hope for the future." Kansas City branding expert notes that �Brands are sponges for content, for images, for fleeting feelings.They are concepts held in the mind of the public, where they may stay forever.� American Greetings Corporation, Hallmark's leading competitor, has said it has no intentions of adding same sex greeting cards.
Wendy Wright, President of Concerned Women for America (CWA), said, "Hallmark is jeopardizing its brand as a family-friendly company. Customers used to be able to trust Hallmark to produce quality products that were safe for all ages. "Now parents will need to steer their kids from Hallmark's section of the greeting card aisle and away from its previously heartwarming movies for fear that they too will push homosexual messages."
"Hallmark Cashing In On Gay Marriage" --Nashville
Boycott of Hallmark announced.
American Family Association launches protest against Hallmark Today, the right-wing American Family Association (AFA) announced a protest of Hallmark for its decision to start selling gay marriage greeting cards. AFA wants Hallmark to �stop promoting a lifestyle that is not only unhealthy, but is also illegal in 48 states.� From the protest site: We�ve all given or received Hallmark Cards � remember their slogan � �when you care enough to send the very best.� But promoting same-sex marriage for profit is not the very best for families or our nation. Hallmark is a private company obviously driven by greed. Let them know you do not appreciate Hallmark promoting a lifestyle which is illegal in 48 states. American Greeting Cards, Hallmark�s competitor, does not offer same-sex marriage cards. AFA also criticized Hallmark for having the secret purpose of �pushing[ing] same-sex marriage.� Link: http://thinkprogress.org/2008/08/22/hallmark-boycott/
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